Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space |
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| Affiliation: | 1. School of Tourism, Bournemouth University, UK;2. Oxford School of Hospitality Management, Oxford Brookes University, Gipsy Lane, Headington, Oxford, OX3 0BP, UK;1. Graduate School of Logistics, Incheon National University, Incheon 406-772, South Korea;2. Department of Shipping Technology, National Kaohsiung Marine University, Kaohsiung 80543, Taiwan;1. School of Management and Languages, Heriot-Watt University, Edinburgh, United Kingdom;2. Strathclyde Business School, University of Strathclyde, Glasgow, United Kingdom;1. Institute of Creative Industries Design, National Cheng Kung University, No. 1, University Road (Da-Xue Road), Tainan, 70101, Taiwan, ROC;2. Department of Industrial Design, National Cheng Kung University, Taiwan, ROC;3. Department of Urban Planning, National Cheng Kung University, Taiwan, ROC |
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| Abstract: | This paper examines the multiple roles that globalised, branded spaces of hospitality can play in tourists' experiences in destinations. It is argued that previous studies have not considered adequately how such commercial hospitality services and spaces interact with and influence tourists' experiences of places. Drawing on a netnographic analysis of online discussions of McDonald's, this study explores how tourists perceive these hospitality venues, and how they use them to engage with foreign destinations and negotiate the ‘work of tourism’. The data show how tourists (re)construct their identities through reflections on consuming McDonald's. The data also demonstrate that tourists critically evaluate discourses of authenticity and the (in)authenticity of consuming McDonald's. The paper concludes by discussing the implications for the marketing and management of McDonald's and similar branded commercial hospitality venues, the marketing and management of destinations, and it outlines avenues for further research. |
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| Keywords: | Destination Experience Hospitality Space and place McDonald's Netnography Fast food |
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